Professionalism and growth top of mind for new PR president

Continuing to move the Public Relations Institute of New
Zealand (PRINZ) in a modern and professional direction will be the hallmark of
incoming president Bruce Fraser's tenure.

The Bay of Plenty-based public relations and communications
consultant replaces outgoing president, Pauline Rose, who has been in the role
for the past year.

Mr Fraser is director of Fraser Consultants and has been
actively involved in New
Zealand's public relations industry since
1996 and PRINZ since 1997 in a variety of capacities. This includes helping
establish the Bay of Plenty Communicators Group, previously sitting on the
National Council and Fellows Executive, and two years as the national
coordinator for the Institute's accreditation programme, APR.

"It's important for me to be involved because I believe
public relations can add strong value to businesses and organisations. To do
that, we need to set high professional standards and consistently use industry
best practice, which are helped through working within a professional
association like PRINZ.

"I have learnt so much from being involved, it keeps all PR
matters top-of-mind for me in the way I work as a consultant within my own
business. Membership gives people the opportunity to listen to other
experienced members and put their own ideas forward as well.

"I see public relations becoming more and more about
developing and fostering positive relationships between organisations and
various publics. It's about looking at your relationships and how you can use
best practice to grow the quality of those relationships for our clients - listening and taking notice are just as important as getting messages out to
people."

Mr Fraser says he will be focused on continuing to drive
membership by improving benefits for current and potential members, including
encouraging professional development through courses, fresh ideas and speakers,
and open and frank panel discussions and wider industry conversations.

"As practitioners, there are changing expectations around
how we engage in conversations with stakeholders. Community expectations on the
level of communication and involvement are increasing. Social media will be
increasingly be part of this.

"Another goal I see for the industry is around continuing to
push for public relations and communication management people to be at the top
decision-making levels in organisations, to be sitting at board and executive
tables."

With PRINZ entering its 60th year, Mr Fraser says there are
exciting times ahead.

"It's an absolute milestone to reach this point and in such
a healthy state. I'm looking forward to where things go from here."